Many times when working with clients or people in marketing I hear this:

“I’d never respond to this marketing piece.”

Here is something important you need to realize. You are not necessarily your buyer.

This means that your buyers or prospects will respond differently to your marketing pieces than you might.

Here are some examples of what I am talking about.

Sometimes people say I’d never respond to direct mail, so I don’t see the point of using that in my business. But your buyers might respond. Now don’t get me wrong. I’m not saying you should blindly use direct mail, but don’t instantly discount it because you don’t respond to it.

Do some market research. If you have received multiple direct mail packages from the same company unless they are being subsidized by something then they are making money using it. So somebody is responding. Dozens of huge companies use it profitably and successfully for years.

The same goes for other types of marketing media. I have never bought anything off of QVC or the Home Shopping Network. QVC was founded in 1986 and is in multiple countries.

Home Shopping Network was founded in 1982. So these companies have been around and making money for 20-25 years.

So what does this mean: Perform marketing research on your target market. And then look at what other forms of marketing media or marketing tactics you can utilize for your business.

Test, test, test, and continue to test. Get into the psychology of your buyers.

Want another example? Walk into a book store. There are hundreds of categories or niches that I never look at or I am not interested in. But the stores have it.

So what I am saying is this: People make marketing (and other ) decision based upon their viewpoint of what does and doesn’t work. And often times this viewpoint is small because they have not taken the time to really think about it and research their market.

Don’t immediately discount an idea because you don’t respond to that type of marketing media. You may be giving away a lot of money.

In the next post I’ll share with you some steps and ways for you to be able to be able to get new ideas for your marketing for your prospects.

-Matt